LONDON - Horlicks, GSK's malt-based hot beverage brand, is being repositioned as a drink that can be enjoyed throughout the evening, rather than simply as a bedtime beverage.
The brand will run a radio and press campaign from 1 January with the strapline 'The Horlicks way to end your day', supported by an on-pack promotion offering free subscriptions to IPC Media titles.
The work is aimed at consumers aged over 35 and has been created by Billington Cartmell.
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